Discord users create their own ‘servers,’ which are chat rooms enabling collaborations over mutually interesting topics of any kind: teachers setting up classrooms, politicians organizing campaign meetings or artists discussing their work. Today, many fashion and luxury brands invest in Discord as a space where culture, entertainment and gaming collide. It’s a place where brands can give communities incentives to co-create and sometimes own a piece of the brand, product or service.

https://medium.com/frog-voices/discord-the-server-as-community-7a958c8ba67c